“Pay them if it works”: Discrete choice experiments on the acceptability of financial incentives to change health related behaviour

► Effectiveness of incentive schemes for healthier behaviour increased their acceptability, in studies conducted with UK participants. ► Even a small increase of effectiveness, from 10% to 11%, increased acceptability. ► Grocery vouchers were better accepted than cash or luxury item vouchers. ► Incentives were better accepted for weight loss than for smoking cessation.